Right arrow symbol for navigation
Left arrow symbol for navigation
rsor scroll FIX
Client

Moshtix

Sector
Entertainment
Disciplines
Strategy
Architecture
Design
Sponsorship
Brand Culture
Custodianship
Verbal
Campaign

Giving live event ticketing a good, hard moshing

Moshtix are leading ticketing specialists in Australia and New Zealand who are known particularly for live music events and festivals. In recent years operations had expanded to include other kinds of live events; such as entertainment, sport, art and cultural events. We were asked to scrutinise the brand and culture of Moshtix and determine how the brand could be repositioned and redesigned with a key objective of making the business as attractive (and as valuable) as possible for acquisition.

Into the moshpit.

The project scope was broad; from creating a brand strategy to reposition the brand to defining the Moshtix culture. This also included a ‘refresh’ of the brand identity which would help reorganise brand architecture and facilitate operational expansion across a wider array of live events. We conducted in-depth interviews with leadership, staff, clients and ticket buyers to achieve a deep understanding of the Moshtix brand to determine what made them different to other ticketing companies. Almost universally the response was “Moshtix genuinely care about the live experience they give people” and that “they made things easy for us”. In combination with the live nature of the events they ticket we created a strategy which was a play on words and would work across all areas of their business; “Moshtix – Make Live Easy”.

Moshing the logo.

The four circles within the original logo had some visual equity, but the configuration and colours were a little pedestrian when you consider what Moshtix do as a business. Our solution was inspired by the Moshtix brand name, which is derived from the energetic dance style of moshing (typically performed by audience members at live music events in the mosh pit). All we had to do was to add some ‘mosh’ to the logo and make the circles dance. We simplified the number of operational categories to four - Music, Sports, Culture and Events and connected them to the four new brand icon colours. We developed the circular look and feel to convey the Moshtix brand throughout design application and advertising.

Acquiring Moshtix.

The refreshed Moshtix brand design and culture was adopted internally and externally. Within twelve months of relaunch the owners of Moshtix secured a multi-million dollar acquisition by Ticketmaster / Live Nation in a lucrative deal which would position Moshtix as a Ticketmaster Company. Our branding continues to play a key role in distinguishing the company.

Moshtix Make Live Easy - new brand identity - strategy positioning board
Moshtix Make Live Easy - new brand identity - defining brand culture
Moshtix Make Live Easy - new brand identity - mission and purpose
Moshtix Make Live Easy - new brand identity - understanding the live experience
Moshtix Make Live Easy - new brand identity - understanding the live experience
Moshtix Make Live Easy - new brand identity - brand architecture
Moshtix Make Live Easy - new brand identity - strategy research vox pops
Moshtix Make Live Easy - new brand identity - brand values and personality
Moshtix Make Live Easy - new brand identity - brand essence and tag-line
No items found
Open story

Moshing Moshtix.

Moshtix Make Live Easy - new brand identity - dance party poster
Moshtix Make Live Easy - new brand identity - festival event posters with Moshtix endorsements
Moshtix Make Live Easy - new brand identity - original and new logo
Moshtix Make Live Easy - new brand identity - new brand launch poster
Moshtix standalone logo icon with four overlapping coloured circles
Moshtix Make Live Easy - new brand identity - man dancing at festival with vinyl record
Moshtix Make Live Easy - new brand identity - advertising poster with audio speakers arranged like the Moshtix logo icon
No items found
Cursor scroll FIX
Moshtix Make Live Easy - new brand identity - logo versions and brand architecture
Moshtix Make Live Easy - new brand identity - logo versions and brand architecture
Moshtix Make Live Easy - new brand identity - icon circles dramatising the content of photographs - ballet dancer and comedian events
Moshtix Make Live Easy - new brand identity - icon circles dramatising the content of photographs - live music with guitar and vintage microphone
Moshtix Make Live Easy - new brand identity - icon circles dramatising the content of photographs - live music performance Carlotta Centanni live
Moshtix Make Live Easy - new brand identity - paparazzi moshtix t-shirt camera man
No items found
Cursor scroll FIX

Propella created a new wave of momentum across our entire business which had a profound effect on our ability to stand out”

Harley Evans
Managing Director
Moshtix
Moshtix Make Live Easy - new brand identity - t-shirt choose live like old Wham Choose Life t-shirt with event lanyard for Moshtix crew
Moshtix Make Live Easy - new brand identity - stationery design, letterhead, compliment slip and business cards with M monogram icon
Moshtix Make Live Easy - new brand identity - stationery design of business cards
Moshtix Make Live Easy - new brand identity - office art posters
Moshtix Make Live Easy - new brand identity - logo with tag-line 'A Ticketmaster Company'
Moshtix Make Live Easy - new brand identity - icon circles dramatising the content of photographs - amplifier and guitarist
Moshtix Make Live Easy - new brand identity - ticketing for horse racing events and carnivals
No items found
Cursor scroll FIX

See more work...